This is not the first time the retail giant has come under fire in South Africa.
World-renowned clothing brand H&M recently came under fire after an item in their United Kingdom online lookbook featuring a young Black male model wearing a hoodie labeled "coolest monkey in the jungle" went viral.
While the mother of the boy has told people to "get over it", it hasn't stopped people across the world calling H&M all the names under the sun.
EFF supporters stormed into several H&M stores in Gauteng on Saturday‚ days after the company withdrew sales of a green hoodie with the inscription "coolest monkey in the jungle" after complaints that the ad featuring a black child triggered racism accusations.
According to the Daily Mail, bystanders and shoppers ran from the outlet as the protestors gathered, with some wearing red t-shirts.
Video footage showed activists trashing displays, kicking over and pulling down clothes rails as well as pushing over mannequins. The store has been closed but not before it was completely trashed.
Expect freezing rain, snow Wednesday night into Thursday
We may still be in the 50s on Saturday morning, but then the front will pass and temperatures will drop sharply during the day. Snow and freezing rain transition to all rain by Thursday afternoon with rain continuing Thursday evening through Friday .
But many have already pledged to boycott the store, as The Weekend - a Canadian R'n'B star who produced menswear collections with the chain - said he was cutting ties with the company.
He proudly tweeted out pictures of the damage done to H&M stores. The brand was accused of having a lack of diversity, with virtually all the models used for their advertisements being white.
"We've not only removed the image from our channels, but also the garment from our product offering", the group said.
They ended their protest around 2pm, leader of the protest, Hendswell Baloyi, saying that "as long as H&M opens their doors, we will be here". We have temporarily closed our stores in South Africa.
People were confused about the "positive image" remark, asking H&M if they thought black people conveyed another message.
"We apologise if we have upset anyone as this wasn't our intention".